1 in 10 Consumers Using Voice Search to Find Something to Watch on TV

Voice-enabled assistants are becoming more popular, and are beginning to be used for digital commerce. But what about voice and TV? A new report from TiVo [download page] examines the use of voice search to discover content, finding that 1 in 10 respondents are currently using their voice to find something to watch.

There seems to be some appetite for increased use: another 18% of respondents don’t have the capability to search for content using their voice but would like to have the ability to do so.

All told, roughly half aren’t interested in voice search: 12% have it available to them but don’t use it, while 40% don’t have the capability and wouldn’t have any interest were it there.

Among the small number of respondents who are using voice search, almost 9 in 10 report doing so at least weekly. That’s up about 14% points year-over-year, though this data should be interpreted directionally only as it’s a rather small sample.

The analysts note that voice search is “a feature that could improve viewers’ ability to find something to watch… thereby effecting an increase in viewer satisfaction.” That’s important for pay-TV providers, as a majority of respondents at least sometimes get frustrated trying to find content. It would also help in the battle against subscription video-on-demand services: while 82% say it’s easy to find something they “want” to watch on such services, only 59% agree with respect to pay-TV.

Turning to home assistants, roughly 1 in 7 (14% of) respondents reported ownership. Slightly fewer than one-third (31%) said that they use their home assistant device to find or watch video content on another device, such as their TV.

About the Data: The results are based on a survey of 3,081 adults (18+) in the US and Canada.